Industrial Marketing Today

AUGUST 1, 2012

Many manufacturers and industrial companies are learning some hard lessons these days. When that doesn’t work, they turn to the Internet in search of information on how to do industrial marketing on a shoestring budget. In short, they are now looking for Cheap Miracles or may be, Industrial Marketing Made in China.

Tactics 60

Tactics Planning Paid Search Agency High Quality Lead 60

Industrial Marketing Today

MAY 7, 2012

Manufacturers and industrial companies cannot be content with just publishing content, their content marketing needs to drive the sales process. Your content must convince the reader of the value exchange before they’ll part with their contact information in exchange for your offer. See Problem-centric Industrial Marketing ).

Content Marketing 60

Content Marketing Planning Content Sales Qualified Leads 60

Industrial Marketing Today

JANUARY 25, 2012

It is very common to find marketing content from manufacturers and industrial companies that is all about how great their products are or that their technology is innovative. Buyers can easily find information about your products and that of your competition from their online research. Online product configurators.

Top of Funnel 60

Top of Funnel Buying Cycle Lead Ranking Digital Marketing Funnels 60

Industrial Marketing Today

DECEMBER 1, 2011

“We don’t have the time or the skills to write copy for digital content” is the most common reaction I get from clients when discussing their industrial marketing programs. Industrial buying decisions are usually made by a committee of different stakeholders and rarely by an individual. Easy, right? Not exactly.

SIC 60

SIC Peer-to-peer Buying Cycle Copywriting 60

Industrial Marketing Today

AUGUST 20, 2012

Content marketing is a central topic in most of my recent conversations with industrial companies. I agree that SEO is a very important goal of content marketing; after all, your website needs to be found by the right people when they are searching for industrial products and services that you provide. That is the good news.

SEO 60

SEO Content Marketing Copywriting Content 60

Industrial Marketing Today

OCTOBER 9, 2012

Yet, if you read the content on most industrial websites, they tend to sound similar within each industry. Most manufacturers and industrial companies make generic claims that are often copied by their competition and lack validation. How do you rise above the noise when there is so much parity in Value Propositions?

Top of Funnel 60

Top of Funnel Differentiation Lead Scoring Lead Ranking 60

Industrial Marketing Today

MAY 22, 2011

There is a good reason for industrial marketers to seriously consider and/or revisit their mobile marketing strategies. As an industrial marketer, how do you know if mobile marketing is right for you or not? You’ll find a wealth of information right at your finger tips. Are they using mobile technology to access your Website?

Mobile Marketing 60

Mobile Marketing Paid Search Agency Marketing Analytics Tools Planning 60

Industrial Marketing Today

SEPTEMBER 1, 2011

E-mail marketing to a house list continues to be the top marketing channel for many industrial companies and manufacturers according to Trends in Industrial Marketing 2011 from GlobalSpec. However, that doesn’t necessarily mean that industrial marketers are very happy with the results. E-mail List Hygiene.

Relevance 60

Relevance List Brokers Opt-out Marketing Analytics Tools 60

Industrial Marketing Today

OCTOBER 25, 2011

B2B and industrial marketers are usually tasked with two main responsibilities: Fill the top of the sales funnel (ToFU) with high quality leads. That’s why more B2B and industrial marketers are turning to content marketing to lift their lead generation ROI. A similar trend is seen in the industrial sector. See chart ).

Top of Funnel 60

Top of Funnel Marketing Funnels Content Marketing High Quality Lead 60

Industrial Marketing Today

JULY 16, 2012

In today’s uncertain economy, manufacturing and industrial companies are taking more than a hard look at their marketing spends. Given this situation, how do you sell the value of content marketing to industrial companies? Let’s look at three scenarios that are very common in the industrial sales process.

Lead Ranking 60

Lead Ranking Lead Scoring Marketing Management Paid Search Agency 60

Industrial Marketing Today

JANUARY 3, 2012

This is my first post in 2012 and I want to start the New Year by answering a perennial question about content marketing for manufacturers and industrial companies. Let me know what you think of my industrial marketing strategy of creating a content series. Happy New Year! The question – what do we write about?

Long Tail Marketing 60

Long Tail Marketing Thought Leadership Content Marketing & Strategy 60

Industrial Marketing Today

JULY 7, 2011

Websites of most industrial distributors follow the same basic format – the focus is on their product line card. In my experience that does not happen often enough and the end result is usually the industrial distributor blaming his Website for not producing enough leads and sales. Grainger, Inc. Need to create a bulk order?

Enterprise Management 60

Enterprise Management Effectiveness Content Marketing Marketing Management 60

Industrial Marketing Today

NOVEMBER 3, 2011

I am seeing more manufacturers and industrial companies willing to try inbound marketing with content. They all want to either add a blog to their static industrial websites or convert them into dynamic blog sites. For a full list of benefits, refer to my earlier post, “Build Industrial Websites as Dynamic Blog Sites.”.

Marketing Websites 60

Marketing Websites Curation Ad Exchange Case Study 60

Industrial Marketing Today

AUGUST 26, 2011

I too have read all those studies about the how the Internet has permanently changed the industrial buyer’s behavior. After all, every industrial marketer would like hordes of interested visitors swarming to his/her website, eager to sign up for free content and engage in a meaningful conversation at every stage of their buying cycle.

Inbound Marketing 60

Inbound Marketing Paid Search Agency Companies Ad Frequency 60

Industrial Marketing Today

SEPTEMBER 2, 2012

I am amazed how often I find that creating content is an afterthought for people who are considering an industrial web design (more commonly a site redesign). I’ve used the term content BOM because many of my readers are from manufacturing, engineering and industrial companies. The same principle applies to industrial web designs.

Design 60

Design Wikipedia Content Sales Qualified Leads 60

Industrial Marketing Today

JUNE 1, 2011

Architectural, Engineering and Construction (AEC) industry professionals have found innovative uses of QR (Quick Reference) codes in their daily work. Practical uses of QR codes in the AEC industry. began using the bar-code technology to help contractors and government workers access information on buildings.

Marketing Proposals 60

Marketing Proposals Comparison Mobile Marketing Communities 60

Industrial Marketing Today

OCTOBER 1, 2011

In my conversations with industrial companies about inbound marketing, I find my audience agreeing with me up to a certain point and then there is a big disconnect. It needs to do all the heavy lifting for creating qualified opportunities for industrial sales. Instead, salespeople want opportunities. ”.

Top of Funnel 60

Top of Funnel Inbound Marketing Bulldog Solutions Lead Scoring 60

Industrial Marketing Today

MARCH 29, 2011

Lead generation from their Websites is the number one objective of most manufacturers and industrial companies that I talk to. Instead of dismissing those visitors as time-wasters, I suggest that you rethink your online strategy if you are serious about using your industrial Website as a lead generator.

Marketing Websites 60

Marketing Websites Web 2.0 Sales Qualified Leads Lead Nurturing 60

Industrial Marketing Today

FEBRUARY 12, 2011

I use this blog to reach a wider audience than before, drive more traffic to my industrial marketing company’s Website and establish my expertise in this niche. But are industrial and engineering companies getting the message about B2B blogging? What about other manufacturers and engineering companies?

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Co-Registration Paid Search Agency Companies B to B 60

Industrial Marketing Today

SEPTEMBER 3, 2010

Home Marketing Matters About Contact B2B Marketing Store Company Website Content Auditing and Mapping it to the Industrial Buy Cycle by Achinta Mitra on September 3, 2010 in B2B Lead Generation , Content Marketing , Industrial Marketing Strategies , Integrated Industrial Marketing These days it is popular to say “Content is marketing currency.”

Buying Cycle 60

Buying Cycle Buy Marketing Budget Web 2.0 60

Industrial Marketing Today

MAY 26, 2010

The problem becomes more acute for the industrial sector because the industrial buy cycle can be a long and complex process that often involves multiple decision makers. The white paper has deconstructed the complex industrial buy cycle into four distinct stages that the buyer systematically goes through.

Buying Cycle 60

Buying Cycle Buy Web 2.0 Allocation 60

Industrial Marketing Today

AUGUST 20, 2010

So I’m not only familiar with an industrial marketer’s target audience, I am the audience or at least a member of it. Having worked closely with many manufacturers and companies from the industrial sector, I have learned several valuable lessons about what works when it comes to marketing to engineers and technical buyers.

Web 2.0 60

Web 2.0 Planning Buying Cycle Lead Scoring 60

Industrial Marketing Today

JULY 20, 2010

Home Marketing Matters About Contact B2B Marketing Store Company Website Can Industrial and B2B Marketers Learn Creative Problem Solving from Fifth Graders? How can industrial and B2B marketers apply the same creative problem solving lessons in engaging with their prospects and customers? The four steps are: 1. Share your thoughts.

Creativity 60

Creativity B2B Marketing Lead Ranking Lead Scoring 60

Industrial Marketing Today

SEPTEMBER 27, 2010

Home Marketing Matters About Contact B2B Marketing Store Company Website Have Digital Marketing and Social Media Killed the Industrial Sales Job? by Achinta Mitra on September 27, 2010 in Industrial Marketing Strategies , Industrial Websites , Sales Strategies , Social Media Marketing Remember the very first music video ever played on MTV?

Social Media 60

Social Media Social Marketing Media Planning 60

Industrial Marketing Today

FEBRUARY 21, 2011

Needless to say, industrial and B2B marketers are constantly looking to improve the relevance of their content but are not always successful, as recent studies have shown. What does relevant content mean to site visitors who are engineering, manufacturing and industrial professionals? The qualified lead comes from being designed in.

Relevance 60

Relevance Sales Qualified Leads Sales Leads Leads 60

Industrial Marketing Today

MAY 14, 2010

Home Marketing Matters About Contact B2B Marketing Store Company Website 7 Strategies for Using Content to Market Industrial Products by Achinta Mitra on May 14, 2010 in Content Marketing , Industrial Marketing & Web 2.0 , Industrial Marketing Blog I am a big fan of Content Marketing or as some people like to refer to it as Inbound Marketing.

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Webinar Metrics Marketing & Strategy Marketing Strategy Product 60

Industrial Marketing Today

JULY 23, 2010

Rule #1: Natural or organic search engine optimization (SEO) In the research phase of the industrial buying cycle , engineers and industrial buyers tend to use broad keywords and phrases that describe their current problem. The shelf life of your content is pretty short because new information is generated very quickly on the Internet.

Rules 60

Rules Marketing Websites Marketing Automation Services Web 2.0 60

Industrial Marketing Today

JUNE 8, 2010

Even though her article is about the B2B buy cycle in general, it is a perfect follow up to my earlier post “Deconstructing the Four Stages of the Industrial Buy Cycle.” Create and deliver useful information such as white papers, industry research and trends and how-to guides for selecting the right solution provider.

Buying Cycle 60

Buying Cycle Buy Work Management Marketing Management 60

Industrial Marketing Today

NOVEMBER 19, 2018

Lisa Murton Beets (@LisaBeets), Research Director at CMI said, “The data suggest that manufacturers have a way to go with putting the audience’s informational needs before their own sales/promotional message. […] The post Unique Challenges of Manufacturing Content Marketing in 2019 by Achinta Mitra appeared first on Industrial Marketing Today.

Content Marketing 95

Content Marketing Content Advertising Benchmark Marketing 95

Industrial Marketing Today

APRIL 21, 2016

They are actively looking for reliable information about advancements […] The post Marketing to Engineers Requires Accurate and Truthful Content Presented Logically by Achinta Mitra appeared first on Industrial Marketing Today. Visit my website for more content on industrial marketing.]. This is only a content summary.

Content 60

Content Paid Search Agency Marketing Activities 60

Industrial Marketing Today

SEPTEMBER 13, 2010

In Needs Awareness and Research phases, the first two stages of the industrial buy cycle (see my earlier post Deconstructing the Four Stages of the Industrial Buy Cycle ) your prospects and customers use a variety of online content to find solutions to their current problems and needs. Not every action needs to be scored.

Buying Cycle 60

Buying Cycle Marketing Automation Services Peer-to-peer Web 2.0 60

Industrial Marketing Today

SEPTEMBER 21, 2011

The content on your industrial site may be missing the mark completely if it doesn’t speak directly to engineers’ pain points. If you are in the process of redesigning your industrial website, pause for a moment and think about the site content first. Create a glossary of industry terms. Compliance.

Marketing Websites 60

Marketing Websites Wiki Content Buying Cycle 60

Industrial Marketing Today

MAY 6, 2011

As an industrial marketing consultant, I interact on a daily basis with engineers and technical professionals from the Automation and Process Control industry. It was reassuring then when the findings from Machine Builder Research and Buying Study 2011 done by Control Design mirrored what I’ve been hearing from my industrial clients.

Design 60

Design Work Management Marketing Management Paid Search Agency 60

Industrial Marketing Today

JUNE 12, 2010

Home Marketing Matters About Contact B2B Marketing Store Company Website B2B Websites: To Publish Prices, Or Not To Publish…That Is The Question by Achinta Mitra on June 12, 2010 in Industrial Marketing Strategies , Sales Strategies , Website Design & Development Do you show prices on your B2B website?

Sales Management 60

Sales Management Pricing Price Marketing Websites 60

Industrial Marketing Today

NOVEMBER 10, 2011

It is true that industrial buyers are more in charge of the buying process today than ever before. Even though the process of buying industrial products and services has not changed much over the years, how industrial buyers prefer to go through their buying cycle has changed dramatically. Content marketing cannot do it all.

Sales Qualified Leads 60

Sales Qualified Leads Content Marketing Leads Lead 60

Industrial Marketing Today

APRIL 2, 2012

Infographics, short for information graphics are hot right now. If done right, they can be very effective in content marketing for manufacturers and industrial companies. As with everything else in industrial marketing, your success with infographics will depend on how well you have planned before creating them.

Top of Funnel 60

Top of Funnel Ideal Customer Profiles Content Marketing Planning 60

Industrial Marketing Today

MAY 26, 2011

I’m sure that’s not by accident but the result of forward thinking and a lot of hard work on the part of content marketers in those industries. Manufacturers of industrial products struggle when it comes to generating a steady flow of fresh marketing content. A QR code can hold a lot more information than just a simple URL.

Product 60

Product B2B Thought Leadership Cross-Selling Thought Leadership 60